Question

Create an e-marketing plan to support American Eagle Outfitters in their choice. This plan must include aspects of the RACE Digital Marketing Planning Framework.

Tactics – This cover the RACE tactics

a. Which digital marketing activities for American Eagles Outfitters will be optimised and why

b. Identify Key performance Indicators (KPIs) for each tactic

Answer 1

RACE is a practical planning framework to improve the digital marketing activities. it stands for Reach, Act, Convert and Engage. these 4 steps or online marketing activities designed to help brands engage their customers throughtout the customer lifecycle.

Reach:

it includes building the awareness of brands or introduction of brand , its products,and services on their websites or other online-offline channels. it involves maximising the reach of products or services using different medias.

Act:

act is short for interact.it is the next stage which includes the interactions encouragement on websites or social medias to generate leads is a big challenge for online marketers .

Convert:

this is conversion to sale. once the sale is done promote online payments for customers convenience.  

Engage:

this means developing a long term relationship with first time buyers.try to build customer loyalty as repeated purchases using communications on website, social presence and emails.

American eagle outfitters can advertise their products by using TV commercials, advertising on mobiles and  social media platforms. tv commercials helps to the maximum reach of their products . tv is common in every house so the reach of advertisement is wide . mobile phone advertising is also get wide reach . by using soical medias includes facebook, twitter,instagram etc . also helpful in advertising . these channels have wide access in society . first time buyers can share their shopping experience and review of product through this . sharing , liking etc . are good signs for a product's reach in public . online shopping will increases by online promotions .

KPI or key performance indicator is a measurable value which shows that how effectively a company is achieving their key business objectives . age,sex,culture,location,trend etc . are the factors affecting the demand of a particular product. the key performance indicators are based on these factors . examples of key performance indicators are:

• number of new customers
• value of new customers in terms of money
• average conversion of sales
• hours of customers spend on sales
• growth in revenue
• net profit / gross profit margin
• number of customers retained
• percentage of market share
• net promoter score etc .